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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Sixty percent of marketers do not give customers the option to select the types of emails they want to receive, and only 30 percent of marketers let their customers decide how often they want to be emailed. - Experian "2013 Email Market Study" (2014)

Of those who do not require double opt-in, 4.1% of emails were delivered as spam and received a 0.027% complaint rate. Those that required a double opt-in had 3.6% of emails delivered as spam and a 0.014% complaint rate. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

Only 9% of brands required a double opt-in. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

Subscribing to an email program is simpler today. In 2008, 20% of brands required just an email address to opt-in - today 33% of brands require only an email address. Comparatively, 47% of brands required additional information, whereas today only 33% require it. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

The top-rated easiest tactic for email list growth include email to a friend (58%), registration during purchase (50%), social media sharing buttons in email (49%). The most difficult tactic of list growth includes co-registration programs (49%), paid search (36%), and offline events (35%). - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

According to Ciceron, 76% of brands collect names, 64% collect zip codes, and 37% collect personal interests when subscribers register for emails. - Ciceron "The First Impressions Email Marketing Study" (2013)

4 of the 23 brands that asked for the subscriber’s birthday actually sent them a special birthday message. - Ciceron "The First Impressions Email Marketing Study" (2013)

82% of consumers subscribed to an email program with a sign-up form at a brand's website. 53% gave their email address to the sales clerk at the point-of-sale. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

The most important reason for signing up to receive emails from companies is to receive discounts, according to 83.5% of consumers (up from 72.6% in 2012). - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

71% cited receiving unsolicited messages as a reason to become resentful. - Emailvision "Survey Reveals Bombarding Consumers with Marketing Results in Brand Resentment" (2013)

Only 28% indicated they would be willing to share their name. - Emailvision "Survey Reveals Bombarding Consumers with Marketing Results in Brand Resentment" (2013)

Only 37% would be willing to share their age; only 38% would disclose their gender. - Emailvision "Survey Reveals Bombarding Consumers with Marketing Results in Brand Resentment" (2013)

Thirty-six percent of brands still collect email addresses on paper. This practice exposes brands to a higher potential for bad addresses and input errors. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Thirty percent of marketers indicate that they make no fields in a registration form mandatory, suggesting that marketers are focused first on acquiring an email address and then using other tactics, such as preference centers and surveys, for acquiring more information about customers later. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Next to first and last name, zip code is the most requested field, with 57 percent of marketers asking for zip code. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

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86% of e-tailer websites tested allowed an email with .cmo to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

On average, 63.4% of invalid email addresses entered on e-tailer website registration pages are accepted - FreshAddress "Email Address Validation Study" (2008)

Estimated average net revenue NEVER realized per year by e-tailers with ineffective email validation on their websites: $ 6,808,871 - FreshAddress "Email Address Validation Study" (2008)

No website e-tailer blocked greater than 37% of the invalid email addresses tested. - FreshAddress "Email Address Validation Study" (2008)

No websites offered a correction to consumers for common spelling errors. - FreshAddress "Email Address Validation Study" (2008)

None of the e-tailer websites tested failed to flagged common typos (ex: "yaho.com"), dead domains (ex: "attbi.com"), and suspect emails (ex: "test@test.com"). - FreshAddress "Email Address Validation Study" (2008)

24% of e-tailer websites tested allowed an email with a double period (.) to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

12% of e-tailer websites tested allowed an email with a double @-sign to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

More than 80% of participants favor doing business with organizations that use opt-in permission to send them email. - Habeas (2008)

Monthly emails and content and frequency options positively impacted a company's reputation. - Habeas (2008)

Three of every four respondents prefer engaging with organizations that exhibit strong privacy practices. - Habeas (2008)

Only 12 percent of respondents acknowledged making one or more purchases from businesses they did not know. - Habeas (2008)

As many as one in four respondents lose some degree of faith in an organization that is unable to deliver email reliably. - Habeas (2008)

Daily email messages ranked with pop-up advertisements as the most damaging online tactics to a company's online reputation. - Habeas (2008)

On average, about 80% of respondents are not comfortable with businesses sharing their email address. - Habeas (2008)

Internet users believe that about two thirds of companies are likely to share their email addresses with third parties. - Habeas (2008)

More than 80% feel that a business' reputation is negatively affected if it shares customer email addresses with third parties. - Habeas (2008)

60% of companies in study did not send "welcome" emails to new subscribers. - Return Path (2008)

A third of the companies failed to send any email at all to new subscribers in 30 days. - Return Path (2008)

70% of companies asked for more than an email address at sign-up. - Return Path (2008)

75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. - Return Path (2008)

More than 88% of respondents said they would like organizations to give them more choices over the content and frequency of the emails they receive, including options on advertisements, special offers, articles, newsletters, white papers and other specific content options. - Habeas (2008)

15% of all marketers in the study were still using "opt-out" registration tactics. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

64% of all marketers in the study used a single opt-in tactic. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

21% of all marketers in the study are employing double opt-in. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

The average house list in 2006 was 2.4 million names, compared to 1.6 million the year before. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

73% of the companies surveyed sent emails to new subscribers confirming their registrations. - Silverpop (2007)

Just 17% of U.S. marketers and 35% of U.K. marketers let registrants know in advance to expect confirmation messages. - Silverpop (2007)

80% of companies in the survey offered email sign-ups on their home pages in 2007, compared to 75% in 2005. - Silverpop (2007)

92% of companies surveyed offered a value proposition for email sign-ups in 2007, such as sales information prizes and news, compared to 75% in 2005. - Silverpop (2007)

32% of the companies surveyed took people who ask to be removed from their lists to preference centers where they could change their preferences rather than simply opting them out. - Silverpop (2007)

59% of the companies surveyed made it easier for people to opt-out by sending them Web forms pre-filled with their information, compared to 30% that did so in 2005. - Silverpop (2007)

Almost 50% of major online retailers address privacy concerns during email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 12% of major online retailers offer a sample of their newsletter(s) during email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

28% of major online retailers offer more than one content selection during the email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 6% of major online retailers offer a local store update. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Less than 7% of major online retailers give subscribers any kind of idea how many emails to expect. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 12% of major online retailers offer plain-text versions of their newsletter during the sign-up process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Only 3% of major online retailers use a double opt-in subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Only 92% of retailers have an email sign-up form or link on their homepage. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

More than 43% of retailers allow customers to sign up for email with one click from their homepage. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

The subscriber's name (31%) and zip code (18%) were the two most often required pieces of information. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Buyers most often give a valid email address (68 percent) and name (72 percent) when registering for content. - KnowledgeStorm (2007)

When buyers do provide email addresses, 43 percent choose to offer a personal email address. - KnowledgeStorm (2007)

Seventy-two percent of buyers felt the "amount of detail in the overview" was a major factor in deciding to register. - KnowledgeStorm (2007)

Buyers stated they preferred at least one paragraph of information before buying content. This level of detail was provided by just 48 percent of the marketers. - KnowledgeStorm (2007)

94.5% of online merchants are building bigger opt-in lists than a year ago.
- Internet Retailer (2007)

65.2% of all retailers will increase the size of their opt-in email lists between 10.1% and 40% this year;
4% of all retailers expect to grow their file between 40.1% and 50%;
22.4% of all retailers expect to grow their file by more than 50%;
8.4% of all retailers expect to grow their file say their list will expand by less than 10%.
- Internet Retailer (2007)

28.8% of merchants in the survey maintain an opt-in list of fewer than 5,000 names;
22.6% maintain an opt-in list of 5,001 to 30,000 names;
14.4% maintain an opt-in list of 30,001 to 100,000 names;
19.9% maintain an opt-in list of 101,000 to 750,000 names;
2.1% maintain an opt-in list of 750,000 to 1 million names;
12.2% maintain more than 1 million names in their email lists.
- Internet Retailer (2007)

82% of those surveyed said they use the unsubscribe features provided when they want to stop getting email from companies from which they had previously requested to receive messages. - Email Sender and Provider Coalition (2007)

71% said they believe unsubscribe links work. - Email Sender and Provider Coalition (2007)

48% said they use unsubscribe links even when they don't know the sender. - Email Sender and Provider Coalition (2007)

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